improve their marketing planning, implementation, and control.
”
Philip Kotler gives alternative definition, such as: “A marketing
information system (MIS) consists of people, equipment’s, and
procedures to gather, sort, analyze, evaluate, and distribute the
needed, timely, and accurate information to marketing decision
makers.”
2. We can say:
Marketing Information System (MIS) is a permanent arrangement
(system or setup) for provision of regular availability of relevant,
reliable, adequate, and timely information for making marketing
decisions.
3. Finally, let us define the term more comprehensively:
MIS concerns with setting and maintaining of a permanent
system (network) to avail necessary information on regular basis.
The system consists of people, equipment’s, facilities, and
procedures directed to gather, analyze, evaluate, update,
distribute, and preserve the information to assist marketing
decision-making, i.e., analyzing, planning, implementing, and
controlling of marketing activities.
Components of MIS:
MIS is made of parts, subparts or subsystems which are called the
components. Typically, according to Philip Kotler, a marketing
information system consists of four interrelated components –
Internal Reports (Records) System, Marketing Research System,
Marketing Intelligence System, and Marketing Decision Support
System,
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1. Internal Records System:
Internal records system is a major and easily accessible source of
information. It supplies the results data. It consists of all records
of marketing operations available within organisation. This
system concerns with collecting, analyzing, interpreting, and
distributing needed information from records of various
departments of the company.
Main sources include various records on sales and purchase,
ordering system, sales force reporting system, inventory level,
receivable-payables, marketing staff, costs, the past research
works, and other literatures/reports available within
organisation. Particularly, for sales orders and sales force
reporting, the computer technology is excessively used for
accurate, efficient, and speedy transmission of information.
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To manage the internal record system, some companies appoint
internal MIS committee to deal with all aspects of internal
information.
The committee:
(1) Attends request for all type of information required by
managers,
(2) Determines sources of the information and tools needed to
collect, evaluate, and analyze information,
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(3) Deals with presenting, distributing and updating the
information,
(4) Handles complaints of employees , and
(5) Performs all types functions related to information.
Internal records system keeps regular circulation of the
information throughout the organisation without much expense
and efforts. Managers can get the up-to-date information about
marketing
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2. Marketing Intelligence System:
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While internal report system concerns with information
available from internal records of organisation, the marketing
intelligence system supplies the managers with happening data.
It provides information about external happenings or external
environment.
Marketing intelligence system is:
The set of procedures and sources used by managers to obtain
every-day information regularly about pertinent developments in
the marketing environment. A manager can try to expose
external environment in various ways.
Marketing intelligence system consists of various methods.
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A manager can use one or more below mentioned methods:
i. Reading newspapers, books, and other publications.
ii. Watching TV, hearing radio, or Internet surfing.
iii. Talking to customers, dealers, suppliers, and other relevant
parties.
iv. Talking to other managers and employees of his company as
well as of other companies.
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vi. Purchasing useful information from professional sources.
vii. Assigning marketing intelligence task to professional
agencies, etc.
Effective marketing intelligence system can facilitate managers to
take immediate actions like reacting to competitors, meeting
changing needs of customers, solving dealers’ problems, and so
on.
3. Marketing Research System:
Marketing research is a powerful and independent branch of the
MIS. In certain cases, managers need detailed information on the
specific problem of the specific marketing area. Thus, it is a
formal study of specific problems, opportunities, or situations.
Normally, it is carried out for solving the specific problem.
In this sense, it is not a part of routine activity. It collects need-
based information. Nowadays, it is treated as the separate
discipline or subject. Philip Kotler defines: “Marketing Research is
the systematic design for collection, analysis, and reporting of
data and findings relevant to specific marketing situations facing
the company.”
Marketing research consists of collecting primary and secondary
data from various respondents using various tools through
various methods for definite period of time, analyzing data using
appropriate statistics tools, and presenting findings in forms of a
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4. Marketing Decision Support System (MDSS):
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Previously, the component was known as Analytical Marketing
System. While former three components supply data, the
marketing decision support system concerns more with
processing or analyzing available data. This component can
improve efficiency and utility of the whole marketing
information system.
The system is used to help managers make better decisions. John
D. C. Little defines: “A marketing decision support system (MDSS)
is coordinated collection of data, systems, tools, and techniques
with supporting software and hardware by which an
organisation gathers and interprets relevant information from
environment and turns it into a basis for making decisions.”
According to the definition, the MDSS includes tools,
techniques or models used for:
(1) Data collection,
(2) Data analysis,
(3) Interpreting results, and
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(4) Supporting managerial decision-making.
In real sense, it is not a separate component, but extension of
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